Cadillac is currently trying to find and improve the image and relevancy of its brand, so why not go Formula One racing? It may sound a bit ridiculous at first, but the General Motors luxury brand has said it wants to go head-to-head with the Germans, all of which have competed in the top-tier of motorsports at some point in time.
Cadillac Racing may have fun running the table in the Pirelli World Challenge series, and may continue to do so with the new ATS-V.R GT3 race car, but there is no racing scale grander than Formula One. But not only is the competition greater, F1 racing is big money. Huge money. Possibly even illegal-to-be-charging-so-much-money money.NASCAR team owners Gene Haa is currently looking to start the next American F1 team, and said some teams spend $50 million going F1 racing each year, with top teams like Red Bull and Ferrari spending closer to $500 million. Mercedes-Benz, this year’s F1 champion, received an invaluable amount of positive press and publicity as a result of their successful F1 campaign, making it a sound investment for the automaker. Not to mention the technology development that trickles down to its production cars in the process.
In theory, it would be the same for Cadillac. If they found a way to go F1 racing, it would no doubt help with the performance image their trying to establish, and it would be one of the best things to help the struggling brand relevancy CMO Uwe Ellinghaus talks about. But even though F1 is slowly growing in popularity in North America, the majority of its fans are outside of the U.S., which is still Cadillac’s largest market.
Entering F1 could help Cadillac’s image and relevancy in European markets, where it wishes to expand significantly in coming years, but it would be hard to justify the huge investment needed. Do you think Cadillac could work in F1? If not, which race series would you like to see them enter? Shout in the comments below.
Comments
How loud would the collective shattering of all those old and misguided thoughts of Cadillac be if Cadillac entered and succeeded in F1?
Or LeMans for that matter.
I can dream, but if there was one heavy-handed and definitive way in which Cadillac could demand the world to sit up and take notice, it would be to end Audi’s LeMans dynasty.
I’m asking for something above and beyond what the GT40 of the 60’s did. It’s possible, but sooooo damn much needs to be done before GM even thinks of signing the paperwork needed to get entry into LeMans.
As I’ve said earlier, when Cadillac does well, so does the rest of GM. By Cadillac entering F1 which will have its team using so much more tech than even GM is used to, every brand will benefit as the extra tech will come from F1, down to Cadillac and soon down to say a corvette. Imagine the possibilities of a KERS system borrowed from Cadillac’s F1 team in a silverado or corvette, not only will performance increase, but so will efficiency. F1 is a little bit of long shot, I think Cadillac should start at Le Mans and experiment with something like a mid-engined voltec powered race car, then slowly work its way up to F1 where a lot of the prestige will be
F1 would be nice to see but I like for Cadillac to enter it in several years. It may not be any more room for success for Pirelli World Challenge since Cadillac dominate it and take the manufacturers title every year. IMO, after the ATS V.R program series of seasons end after they dominate, they could enter F1.
Well this has been something I have been considering for a while now.
I have thought that most of the major players are all in F1 with rumors of VW coming soon.
Now that Cadillac an GM has shown they are fully committed to do what ever it take now that a move to F1 might have to be considered if they are to be taken seriously globally.
Here are the key points.
#1 Timing. Gm has to time this to when it is most effective and important for Cadillac globally. They still have a lot of work an new models to deal with before they give a full effort to Europe and else where. But the time will come.
#2 The Stability of getting into F1. When will the rules be stable and the series be best to enter and not have build a engine only to scrap it a year or two later. F1 is really in a toss up right now with spiraling cost and losing teams. I see more changes coming to help stem both and after that may be a good time to enter.
#3 join a established team or start a new one? I think in a few years they could work a deal with a top team like McLaren or Williams. These team always are looking for money and good engines. Or the HAAS F1 team an American team would be a opportunity. They will by then have a few years in and may be wanting a deal better than just hand me down Ferrari engines.
#4 Does GM do their own engines or do they join forces with a group like Ilmore. Both are not cheap but one I think with the input from GM with the working abilities of small scale at Ilmore would prove to be a winning combination. This deal also could be used with modified Cadillac based road engines too much like AMG. Both companies could prosper.
#5 would GM be all in on this as you do this half hearted you go home like Ford did after Jaguar with your tail between your legs.
The bottom line is this is not a move for the faint hearted. It will be difficult, expensive and a major risk to their rep if they fail. I think if they do this they really need to learn from Honda and join a competitive established team and supply them with what ever they tell them they need in an engine. Leave the car to the team.
If you are going to do this commit to the long term and no short cuts. Focus this all on Cadillac and not worry about the rest of GM. You are trying to re establish a brand so focus on one.
Finally do not get too fancy. Build a competitive package and durable package to get established. Try not to get too cute with technology as while it is good it also leads to a lot of failure as you perfect it. Even Jim Hall has said looking back if they has not tried to push the envelope so much they would have won more races. He has no regrets but it would have been nice to have won many of the races where the technology broke leading.
This is a tough one but at some point I believe it needs looked at. We may not understand this move here in America but overseas it would be a real statement but the key is they have to fully commit and win or they will regret the move.
But for now lets get the line up, new platforms and the rest of the line up right first and then we will worry about this. There is a lot more places that money would do more good in the next 5-10 years.
In the next 5 years I would love to see a competitive car at Lemans first. Win there and then move to the touring car series and then look to F1 later.
As of now there is no correct answer for the pole here as this is just not that simple of a answer to this question.
Exactly what i have been saying all along. Join F1 & other race series and Cadillac’s image will change overnight for the better. New customers worldwide will see a current brand rather than a tired/stale one. Come on Cadillac…bring it on.
I say Cadillac should start by entering and winning Le Mans two or three years in a row.
Le Mans didn’t go so well for Cadillac based on their last entry over a decade ago. That said, the team had to rely on troubled Northstar engines and not Small Blocks in their LMP2 cars. Corvette Racing perhaps could handle Le Mans efforts, though suggesting Cadillac re-enter Le Mans is something I’d like to see.
I think Opel should return to DTM and WRC.
Cadillac F1 Team, I would still not watch it. F1 is boring, I mean very boring. But I don’t think that’s a bad ideia… Mercedes is there, Ferrari… Now if GM could build a very solid team since day one, I’d only have two words: “Goodbye competition!”
Ford used to be the best in racing, the Blue Oval was everywhere, not anymore. And today, there’s no one better than the General.
Le Mans would be awesome too. Go get them General!
Oh, I’d really love to see racing Buicks again.
Well I think we are all on the same page but with different perspectives based on the comment’s.
I think the real issue is we are looking at this as Americans. While we understand racing Americans for the most part miss the major part of F1 that makes up its popularity. It is the Drama and Stratigy that is what makes it so popular in the global market. The racing is only a part of the interest there.
To many fans it is the Soap Opera Drama like when Prost and Senna fought as team mates on as well as off the track.
It is the stratigy and technology with the teams that draws much interest. Just sticking a new fin someplace on the car draws all sorts of interest and speculation on just what it does and why they are doing it. Often other teams are seen adding bits and in many cases you have to wonder if they even know what it does before they added it.
This is what F1 means to people outside America. Here we are all about just the competition on the track and the entertainment value. Nothing wrong with that but it is just like Checkers and Chess both are great similar games just different.
The politics make it difficult and expensive to get involved from scratch and that is why I would like to see them join an established team. This would not only save money but it would also make the odds of being competitive faster possible
Finally just joining the series is not going to do wonders for a company alone. You really need to promote it and market the hell out of it. This is not going to change them over night.
First you must win or be on a winning team hence you would have little to promote. second once you win you must do a better job of promoting than you ever have done. Just look at Infiniti on Red Bull. While they may have more marketing overseas we see little here and I would bet most here have no idea they are even in the series. Hell Honda got more publicity for rejoining McLaren this year than Infiniti go for last seasons success.
Honda, Mercedes, BMW, Porsche, Renault all have done well in marketing. Ford in the last attempt failed and Ferrari only exist to race and as the old man said we sell cars to only fund the race team. While that has changed it still is the way they are looked at.
If GM is to enter they have to do this right or they will be the joke many think a move like this would be.
Think if they do a lemans effort with Pratt and Miller in a full body car and win they will be seen as serious. Lets face it Pratt and Millers Corvette team is not only seen as a serious threat world wide but also very popular. This is the kind of success they need before jumping into the big pool.
It will be a little time before they would be ready for F1 and I would love to see them taker the Pirelli Cup team and expand their racing to a more global platform. With Johnny O Connell an Pilgrim there I suspect that there is more planned. For them to leave Cadillac and go there indicates a serious effort to grow the team.
I spent time with the Pirelli Cup team and got to spend time with Johnny and he loves it there and was very eager for the new car.
So in the end this is some thing that GM can do but they will need to do it right. Failure will do more damage than if they did not do this at all. Also it will waste a lot of money that could have been used in a more positive way. Just look at the last Ford Jaguar effort and see even with Fords money and reputation along with the help of Jackie Stewart it failed miserably and is still looked at as a major blunder. This must be avoided by GM if they choose this path.
I really think that GM will enter in Le Mans (WEC) with Chevrolet, racing with a LMP1 car, maybe with Chaparral in 2016/2017.
F1 would be a cool, but very bad move for GM, because they dont any history or means to develop a competitive car … at least is what I think.
They have plenty of resources and money and talent to develop a winning team and car. It’s just a matter of putting forth the necessary commitment and effort.
Cadillac must enter F1 and the ATS VR in the ALMS and le Mans in the same time as the Corvette and why not Camaro.
Sorry mate, absolutely crazy idea.
Although the F1 is top-tier racing, every team is struggling hard get 1st place. Even though if they won the game, will it be directly connect to brand image?
Look at the background of GM, still in crisis of recall and should pay thousands of money to customer, lack of money, F1 is one of the most expensive game. Participating in F1? Make GM in bankrupt again.
Well, I don’t think so. Look at the Q50.
It’s a misconception that a company just being seen on the F1 paddock will somehow translate into sales or prestige. F1 dreams have more often than not quickly turned into nightmares, particularly for those who believe that a lot of money thrown at it will yield results. Remember Toyota’s entry? No? Small wonder. It was a disaster. Companies with better motor racing histories than Cadillac such as Lotus, Jaguar, Lamborghini, Alfa Romeo, Aston Martin, and even the powerhouses BMW and Porsche have all come and gone. F1 is currently a complicated cesspool that is best avoided if the usual benefits are to be observed. F1 technology no longer filters down to the common road cars the way they used to. The current F1 engines, for example, are meant to level the playing field and meant to reduce costs. Yet, they are the most complicated, expensive powertrains in F1 history. Cadillac doesn’t need to go there, because an F1 failure could hurt the brand more than an F1 presence will help. It needs to find racing series where it can learn stuff and let the technology flow downward to the showrooms. I’m a fan of homologation rules, where you can race whatever you can build, provided you sell an exact version for the streets. Such rules gave us the Mitsubishi Evolution, Subaru Impreza WRX, and so on. Winning solution!
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